Commentary
Web Surfing And TV Watching Going Hand-In-Hand
- by Jack Loechner , Staff Writer @mp_research, June 8, 2016
According to eMarketer’s first forecast of simultaneous media usage, this year, 182.9 million Americans will use the internet while watching TV at least once a month, That’s 80.3% of internet users. With Americans’ attention increasingly divided among an ever-expanding array of internet-connected devices, the number of people multitasking while watching television continues to rise, while cord-cutting also accelerates.
Smartphones are the device of choice for multitaskers. This year, 146.9 million Americans will browse the web or use internet-connected apps on their phone (including chat apps) while they watch TV, representing more than two-thirds of internet users. And 68.0% of US internet users will use an internet-connected smartphone to do so. By 2018, that figure is expected to climb to 79.1%, the same year that 91.6% of internet users will use the web and TV at the same time.
US Simultaneous Internet and TV User Penetration (% of internet users) | ||||
Devices | 2015 | 2016 | 2017 | 2018 |
Smartphone internet and TV users | 60.5% | 68.0% | 74.1% | 79.1 |
Desktop/laptop internet and TV users | 51.4 | 52.1 | 52.4 | 52.8 |
Tablet and TV users | 28.7 | 30.9 | 33.0 | 34.6 |
Source: eMarketer, May 2016 | ||||
Americans' TV time is becoming increasingly distracted at a time when cord-cutting is already accelerating. This year, the number of cord-cutters will grow 15.7%, causing the number of pay TV viewers to drop 0.6% from last year, losing 1.3 million pay TV viewers.
US Adult Pay TV Viewers (Millions and % Change) | |||||
Viewers | 2015 | 2016 | 2017 | 2018 | 2019 |
Pay TV viewers (MM) | 207.0 | 205.7 | 204.1 | 202.2 | 199.6 |
Pay TV nonviewers (MM) | 40.7 | 44.6 | 48.7 | 53.4 | 58.4 |
Cord-nevers | 32.0 | 34.4 | 36.7 | 39.1 | 41.3 |
Cord-cutters | 8.8 | 10.2 | 12.0 | 14.3 | 17.0 |
Pay TV viewer growth (% Change) | -0.4% | -0.6% | -0.8% | -1.0% | -1.2% |
Cord-cutters | 13.2% | 15.7% | 18.0% | 19.3% | 19.1% |
Source: eMarketer, December 2015 | |||||
Most people are looking at content unrelated to the TV program on their internet-connected devices while they watch TV, says the report. This year, only 25.5% of simultaneous media users will consume related content online while watching TV.
eMarketer senior analyst, Paul Verna, says “… the good news for advertisers and content owners… addressable, programmatic and cross-device advertising continue to evolve… providing marketers with better ways to reach desired audiences irrespective of device…”
Another bright spot for advertisers and content providers is that the percentage of simultaneous users consuming related content will increase. The mobile web and apps are making it increasingly easier for viewers to get more information about the show or sporting event they’re watching, such as an actor’s name or stats about their favorite team. Also, the increasing prevalence of social media and messaging apps allows people to connect with others about the TV content.
US Related Content Simultaneous Internet and TV Users and Penetration (Millions and % of Users) | ||||
User | 2015 | 2016 | 2017 | 2018 |
Related-content Internet and TV users | 40.9 | 46.7 | 50.7 | 54.2 |
Percent of simultaneous Internet and TV users | 24.2% | 25.5% | 26.0% | 26.4% |
Source: eMarketer, May 2016 | ||||
eMarketer forecasting analyst, Marcus Johnson, notes that “…advertisers are beginning to exploit the multitasking phenomenon… encouraging consumers to make a purchase within minutes of seeing a TV commercial… as ads become more targeted… viewers… will act on them in the moment… because of relevance to the TV program they are watching…”
For more from eMarketer, please visit here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.
The final point by Marcus Johnson is this story's only claim with which I am unconvinced. He seems to assume that the device won't prevent viewers from "seeing a TV commercial" rather than provide a window for encouraged consumers to make a purchase. It's hard to be encouraged when you're largely distracted by a device with unrelated content (for nearly 75% of users). Some of us use our devices to provide interstitial entertainment while the mute button is pressed during a live program. Many of us watch TV for the shows and try our best to ignore the ads. Devices really help us stay distracted.
Even if many people use the Internet once in a while---one or more times a month-----while "watching" TV this is hardly an every telecast, let alone an every minute activity, which is what many people seem to be either assuming or the promoters of "multitasking" often are implying.
As far as marketers using the Internet ---presumably social media---to encourage viewers who "see" their commercials to rush out and buy their products immediately, this is mainly wild conjecture. It may happen once in a while but so rarely that it's more of a science fiction scenario than a real one.
Finally, the last contention, namely that better targeted ads will generate immediate purchase responses because of "the relevance" of the program the viewer is watching, give me a break. Even if an ad, somehow, only reaches people who are "in the market" for the product---and what TV show can make that happen----to believe that the viewer will automatically be swayed by whatever claim the ad makes because he/she likes the TV show, is sheer nonsense.